Customer satisfaction. You want it. You need it. Your KPIs demand it.
But how do you get it? And how do you measure it?
“Already onto it!” you say. “Covered that in our customer satisfaction survey, with some questions asking our customers how satisfied they are.”
Perhaps surprisingly, it’s not very helpful to ask your customers how satisfied they are. If they rate you highly, the most you’ll get out of it is a warm fuzzy feeling. If they rate you poorly, you’ll be scratching your head, wondering why.
Either way, it’s a waste of both time and money to ask them how satisfied they are without understanding what ‘satisfaction’ actually means to them.
An important step in the market research process – but one that’s all too often overlooked – is to identify the dimensions of satisfaction from your customers’ perspective.
How do they describe it? What does it feel like? What does it depend on? And so on…
Good qualitative research can answer these questions: it can give you important and relevant detail that you’d otherwise miss.
And this kind of information has legs that go beyond KPIs (which always seem to get in the way of organisations becoming truly customer focussed, but that’s another discussion in itself). Good qualitative research can tell you exactly what action you need to take. It can tell you what you’re doing right, what you could be doing better, and where the opportunities lie.Pretty good eh?